Hopscotch Spain designed and executed a comprehensive PR and Trade activation program for Brand USA in the Spanish market, combining a strategic media mission with a large-scale B2B roadshow in Madrid.
The objective was to maximize Brand USA’s visibility, strengthen relationships with key media and tourism stakeholders, and generate concrete business opportunities for U.S. destinations in Spain.
The media mission was strategically aligned with the visit of Brand USA’s Communications Director to Madrid and was conceived to deliver high editorial impact in a short timeframe.
Hopscotch Tourism developed and managed a tailored agenda that included a press conference bringing together 30 journalists from general-interest, travel, and trade media, as well as three in-depth one-on-one interviews with leading outlets such as Onda Cero, Forbes, and Ladevi. In parallel, editorial meetings and an exclusive dinner with top-tier editors and content creators were organized to deepen relationships and encourage future coverage.
The success of the media mission was supported by thorough spokesperson preparation, including an online media training session, the development of customized briefings, and a detailed analysis of each media engagement to ensure message consistency and relevance.
The roadshow was developed in collaboration with United Airlines and benefited from the active support of the U.S. Embassy in Spain and the U.S. Commercial Services, adding institutional credibility and visibility to the initiative.
The program featured a full day of structured B2B meetings that connected 10 U.S. destination partners with 14 of the most relevant Spanish tour operators and travel agencies.
More than 90 one-on-one meetings were held, fostering strong professional connections, encouraging the development of new destination products, and strengthening commercial relationships between U.S. and Spanish tourism stakeholders. The activation concluded with a high-profile evening event attended by over 110 Spanish travel agents, further increasing awareness of U.S. destinations and reinforcing Brand USA’s positioning within the trade community.
